February 14th is the day when love is in the air in many parts of the world. The traditions vary but the topic is the same. If you don’t have a partner this is the day to approach the one you fancy, and if you are in a relationship you are expected to make additional efforts to please the one you love. “Terrific” think chocolate producers, jewellers and flower shops as they get an extra boost in their sales. The packaging industry and printers of Valentine cards have the same thought!
Tailor made pack increasing sales
Raffaello is Ferrero’s “snowball” coconut almond praline that melts in the mouth. The company has several base and occasional packs in different shapes and sizes but for St. Valentine’s Day they have created a special pack, designed for this auspicious occasion. Ferrero has thought of an original alternative to the classic dark red rose which is traditionally offered to one’s beloved. The pack is not primarily a chocolate box but a gesture of love. Ferrero has understood this – and thus increases their sales. This year’s Valentine-edition has set a new record in Poland as it has also been part of an advertising cam-paign. The boxes were sold out in no time, so those who couldn’t get hold of the desirable pack have to be content with a “simple” rose and for Ferrero it is confirmation that with the right pack, sales could be (almost) unlimited.
Frövi White* for feeling and flexibility
Ferrero chose Korsnäs Frövi White because of their flexible service concept as they had short lead-times, but also for the stiffness as the hand-feel is important. The material is also interesting because of the possibility to decrease substance due to strength properties.
For you - today
The marketing concept behind this pack stems directly from the positioning of Raffaello on the Polish market: the perfect gift to express one’s feelings of love and affection. The pack with the rose underlines the uniqueness of both the occasion and the person we are offering our gift to. Inspired by the successful campaign Ferrero has already planned a follow-up for Mother’s Day. Since Ferrero is always looking for high quality and performance of the materials employed, Korsnäs Packaging Performance Service has been involved and has given inspiration to develop new packaging ideas where they make further use of the properties of the board.
*From 1 July 2008 the product is called Korsnäs White.